Sometimes when I’m scrolling through Instagram or glossing over beauty sites, I pause at Refy Beauty. Not just because their packaging is sleek (though it is), or because their colours are bold (unapologetically so). I pause because they are quietly doing things that feel real. And in a world of over-promised glow-ups and filtered perfection, “real” is revolutionary.

Here are five lessons I think other beauty brands could take from Refy, both for integrity and impact.

1. Let Diversity Be More Than a Buzzword

Refy doesn’t just include diverse skin tones in product images; they build their range around inclusivity. Shades that mean something, undertones that actually work, strokes that flatter. This goes beyond token representation. Consumers are tired of almost right matches. They want products for them. Other brands can learn: listen first. Test in real light, on real people, across the spectrum. It’s not an add on. It should be foundational.

2. Cultivate Voice & Vulnerability

One of the things I’ve admired about Refy Beauty is how their brand language isn't perfect polish. There are bits of humour. Confession. A knowing nod to the insecurity that comes with makeup. It doesn’t pretend that flawless skin equals worth. It allows for mess, for mistakes. And that makes the brand feel human.

Beauty brands often lean hard into aspirational, “you can be perfect too” messaging. But what if more of them embraced something less than perfect, that vulnerability, that nuance? It builds trust. It builds emotional muscle. You don’t just buy the product; you believe in the people behind it.

3. Transparency is Not a Trend, It’s a Trust Pact

Refy’s ingredient lists, product claims, shade names, they’re honest. No vague “natural agents,” no “miracle” promises that dissolve at first use. They don’t hide behind marketing fluff. When something works, they say it. When something is still under iteration, maybe they show that too.

Other brands should see transparency not as a risk, but as commitment. When customers trust what’s in the product, they’re more forgiving of bad days. They keep coming back if they believe you aren’t hiding something.

4. Community Before Campaigns

Refy seems to put community ahead of arbitrary launches. They engage with the people who use their products, feedback loops, user generated content, conversations. There’s a sense that the product lives with the user, not just in a campaign.

Many beauty brands spend huge sums on perfect launch videos or celebrity endorsements. But what if that energy were redirected into really understanding the people who already love you, those on the margins who feel overlooked? Often, those voices make the best long term brand advocates. And maybe your next best product idea comes from someone who already cares enough to write in an email.

5. Purpose Is Not Optional

Refy’s purpose isn’t tacked on. Whether it’s shade inclusivity, ethical formulation, or image representation, their values are woven through what they do. Sometimes it’s loud (a campaign or a message), sometimes quiet (ingredient sourcing, humble design tweaks), but always noticeable.

Other brands often treat purpose as a checkbox: “Sustainability line,” “diverse campaign,” “charity tie in.” But if values only appear when convenient, they feel hollow. Purpose done well is messy, ongoing, imperfect, but consistent. It’s what turns a transaction into connection.

In the End: What It Feels Like

With Refy, it feels less like watching a polished performance and more like witnessing someone show up, imperfectly real. That’s what makes the difference. Because beauty, at its best, isn’t about hiding; it’s about choosing what to reveal, what to accentuate, what to build with intention, and what to embrace in all its messiness.

If more beauty brands learned these lessons, if diversity was built in, vulnerability celebrated, transparency demanded, community centered, and purpose lived rather than marketed, maybe the whole industry would stop feeling like it’s just selling a dream. Maybe it starts offering something a little more soulful.

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Amy Jones is a freelance health and wellness writer from Manchester UK. She loves researching and writing about health topics, as well as keeping up to date with the latest health news, and eco-friendly brands. Her passion for health and wellness stems from her innate desire to educate people on how to properly take care of their bodies, spot any early signs of illness and take the best preventative methods. When not writing, you can find her taking long walks in the countryside with her dog, listening to groundbreaking podcasts or browsing her nearest bookstore.

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